Gregg Burkhalter Digital Marketing Consultant

Transcription

1 Gregg Burkhalter Digital Marketing Consultant

2 WELCOME To Make It Loud! CONNECT TO THE INTERNET Wi-Fi Name: MIL_Guest Password: Volkswag3n

3 Social Media / Web October 2014

4 PAY TO PLAY Boost A Post Sponsored Updates Promoted Tweets Promoted Pins

5 Facebook - Boost A Post

6 Facebook - Overview Users: 1.3 Billion (71% of ALL internet users) Accounts: Personal & Company Demographics: Everyone! (93% of U.S. internet users) Content: Text with image(s) and videos Frequency: 4 to 7 times per week (company page) Best Time: 1:00 PM 4:00 PM (9:00 AM-7:00 PM ok)

7 Facebook - Boost A Post Facebook has decreased the organic reach of posts. To be seen in your community s news feed, you ll need to spend some money. Boosting a post is very easy to do and available for any post on your page s timeline. All you need to do is click Boost Post in the lower right corner of your post. When you click Boost Post, you have the option to push the post to People Who Like Your Page and Their Friends or People You Choose Through Targeting.

8 Facebook - Boost A Post The targeting option lets you select which people you want to reach in addition to their location, age, gender and up to 10 of their interests. When you ve set your audience and budget, you can click More Options and select whether you want to spread the budget out over several days (maximum of 7 days). You will also be able to change the account that s being charged for the boost.

9 Facebook - Boost A Post

10 Facebook - Boost A Post Facebook will approve (or reject) your boost before it goes live. The approval process could take up to 20 minutes. Remember the 20% text rule on photos. If your post has a link in it and the link pulls in a photo that has too much text, you won t be able to boost it. Use Facebook s Grid Tool to verify. ( When you boost a post, the ad results show up in your Facebook Ads Manager. From there you can monitor the ad, run more detailed reports and watch the performance.

11 Facebook - Boost A Post

12 Facebook - Boost A Post

13 Facebook - Boost A Post Only promote your own content. Even if you re sharing a good tip, why pay to send traffic to someone else s site? Promote content that will help get fans on your list. This includes giveaways, free webinars, free e-books and any other type of goodie you might have to offer. Pick content that s helpful for your audience. Promoting sales messages from time to time is OK, but primarily choose content that will benefit your audience.

14 LinkedIn - Sponsored Update

15 LinkedIn - Overview Users: 300 Million Accounts: Personal & Business Demographics: Mid/Upper Professionals (80% are 35+) Content: Post updates to share links and content Frequency: 1 post per weekday (Monday-Friday) Best Times: 7:00 AM-9:00 AM, 5:00 PM-6:00 PM

16 LinkedIn - Sponsored Update If you have a Company Page on LinkedIn, you can choose to post a Sponsored Update. You can sponsor an existing post on your Company Page or create a new post. You re able to fine tune who sees your Sponsored Update based on their age, gender, location, job title, job skills, company size, company industry and even their alma mater.

17 LinkedIn - Sponsored Update

18 LinkedIn - Sponsored Update

19 LinkedIn - Sponsored Update Sponsored Updates should be relevant, short, and authentic. The better your content, the greater the chance that it can go viral through likes, shares, and comments. Sponsored Updates with images and video tend to perform better. Excessive Posts or Posts that LinkedIn finds offensive could result in the deletion of the Company Page.

20 LinkedIn - Sponsored Update The next step to creating a successful Sponsored Update campaign is to carefully consider the advertising model. You can choose to pay by either cost-per-click (CPC) or costper-thousand-impressions (CPM). CPC works well for lead generation. CPM advertising works well for building brand awareness. CPM doesn t allow the promoter to specify ad placement. So, your ad could end up further down the page, below the fold.

21 LinkedIn - Sponsored Update

22 LinkedIn - Sponsored Update While the right audience and advertising model creates a crucial foundation for your campaigns, selecting the right content for your campaign is equally as important to its success. You ll want to ensure it aligns with your intended audience. If it doesn t, and if your Sponsored Update generates a clickthrough-rate lower than 0.25 percent after 3,000 impressions, LinkedIn expires your post.

23 LinkedIn - Sponsored Update LinkedIn offers two ways to share content: Share it directly (ie: white paper), or you share a hyperlink to the content. If your objective is to strengthen your brand, you may want to share content directly. If your objective is to collect signups, you likely want to refer people to a landing page optimized for conversions.

24 LinkedIn - Sponsored Update With CPC, you specify the maximum amount you're willing to pay for each click (for example, $3.00 per click). Then, you can set a daily budget to identify the most that you're willing to spend each day. With CPM, you pay a set cost for each 1,000 times your ad is shown, no matter how many clicks you receive. This is a good option if you care more about the number of times your ad is shown than getting clicks.

25 LinkedIn - Sponsored Update With both options, we show you a suggested bid range representing an estimate of the current competing bids by other advertisers targeting the same audience. In general, the higher you bid in this range, the more likely you are to receive impressions and clicks. The minimum daily budget is $10/day. LinkedIn charges a one-time $5 starter fee that becomes an ad credit, which covers the initial clicks or impressions.

26 LinkedIn - Sponsored Update The minimum bid for CPC & CPM LinkedIn Sponsored Updates will vary depending on the audience you target. Members within your target audience will see your Sponsored Update in their LinkedIn feed across web, tablet, and phone devices. The number of impressions and clicks your ad receives depends on a number of factors, including the competitiveness of the ads in our system and the size of your target audience.

27 LinkedIn - Sponsored Update The number of times your Sponsored Update is shown depends on its performance, your bid and budget values, and how competitive it is compared to other advertisements in our system. LinkedIn doesn t guarantee a set number of impressions or clicks for your ad, and you'll only be charged for the clicks (if bidding on a CPC basis) and impressions (if bidding on a CPM basis) delivered. Ads are displayed through an auction-based system that competes against other advertisers with a similar target audience.

28 LinkedIn - Sponsored Update Relevance Score x Your Bid = TOTAL BID Relevance Score is based on how engaging the update is for the target audience, click-through rate, comments, likes, shares and member feedback. Score is not disclosed to you. What you bid is not what you will actually pay. LinkedIn uses a Second-Price Auction which means you only have to pay the minimum price above the next highest bidder.

29 LinkedIn - Sponsored Update

30 LinkedIn - Sponsored Update

31 Twitter - Promoted Tweet

32 Twitter - Overview Users: 650 Million Accounts: Personal & Business Demographics: Skewed younger (18-29) Content: 140 Characters or less (Under 100 is recommended) Frequency: 3 to 5 times a day Best Time: 1:00 PM 3:00 PM

33 Twitter - Promoted Tweet Promoted Tweets are regular Tweets but with the added bonus of reaching both current and potential followers you target. You can Target Twitter users by keywords in timeline, interest, geography and device. Use your Tweet to promote a deal, event, product or service. Promoted Tweets appear in people s timelines just once, at or near the top. Then it will scroll through the timeline.

34 Twitter - Promoted Tweet

35 Twitter - Promoted Tweet Set your own daily budget for each campaign. Twitter will stop showing your ads once your budget has been met. You ll only be charged when someone follows your account or clicks, re-tweets, favorites or replies to your Promoted Tweets. You bid will set the maximum amount you re willing to spend per follow or click (but it is likely to be less). You ll never pay more than one penny above a competitive bid.

36 Twitter - Promoted Tweet

37 Pinterest - Promoted Pin

38 Pinterest - Overview Users: 70 Million Accounts: Personal or Business Demographics: 80% Women Content: Images (*Word count on pins ) Frequency: Several times a week Best Times: 2:00 PM - 4:00 PM, 8:00 PM - 1:00 AM

39 Pinterest - Promoted Pin

40 Pinterest - Promoted Pin Promoted Pins are Pins that businesses pay for so that more people will see them. Promoted Pins show up in Pinterest search results and in the Everything, Popular and category feeds. Promoted Pins work just like regular Pins, only they have a special "promoted" label, along with a link to learn what promoted means. Promoted Pins are invitation only right now but expanding.

41 Pinterest - Promoted Pin The first step is to pick a pin. Pinterest will show you your most recent pins, and you can scroll down to find the right one. Choose the keywords you d like to target. People searching for these keywords will be shown your Pinterest promoted pin. Next, choose the demographics of the target audience. Local businesses can target by US state or region.

42 Pinterest - Promoted Pin

43 Pinterest - Promoted Pin The Device tab allows you to only show your promoted pin to web users, for example, instead of people on mobile devices. It differentiates between ipad, iphone, Android etc. users as well. Next, set your CPC bid. You re not paying for views, re-pins or likes. Just clicks to your website. Your promoted pin will need to be approved by Pinterest. It can take up to 7 days for approval.

44 Pinterest - Promoted Pin

45 Digital Marketing Assessment P2P

46 Business Matters Networking

47 Thanks For Your Support!